Duration: 3 Weeks
Pre-Requisite: None

This course is for individuals who want increase their knowledge of online marketing practices.You will learn key search engine marketing (SEM) methods such as search engine optimisation (SEO) and pay-per-click (PPC) marketing techniques. You will cover affiliate marketing strategy as well as email marketing and display advertising from a strategic, creative and technical perspective.

Content

• How to create an effective ad campaign
• How to maximize your business or company's exposure through social networking tools
• Step up your game. Wow your employers or clients with new techniques that could revolutionize your work environment
• Legal Implications
• Creating a database of users; effective methods of collection

Key Learning Outcomes

• Develop an email marketing strategy and evaluate return-on-investment
• How to use your registration and campaign clickstream data to segment and personalise campaigns and develop action-driven messaging
• How testing can unlock more value from email campaigns
• Develop an email marketing strategy and evaluate return-on-investment
• How to use social networks such as facebook, Myspace, twitter, delicious and linkedin to gain maximum exposure
• How to submit your websites to search engines and directory
• How to track your website visitors
• How to promote your website on the search engine
• How to maximize adsense and affiliates to generate revenue
• How to pick competitive keywords to pull in the right visitors
• Deliverables, especially what to do to ensure messages reach their target

 Course Detail

Search Engine Marketing (SEM)

• Overview
• Types of search engine marketing
• SEO versus pay-per-click (PPC) marketing - overview

Search Engine Optimisation (SEO)

1. Overview
2. Planning & strategy

Keyphrase selection
Competitor analysis

Index inclusion & coverage

Google sitemaps
Website indexing

On-page optimisation

Keyphrase usage and writing for the web
Page design and coding factors

Document level factors

1. 5 Google PageRank & Link building
2. Paid Search (PPC) Marketing
3. Types of paid-search marketing
4. Planning and keyphrase selection
5. Targeting

Search and content networks
Keyword matching techniques

4 Setting budgets and bid management

Strategies for listing position
Dayparting (overview)

5 Creative optimisation

Ad copy strategy
Landing page strategy and testing techniques

Email Marketing

1. Market overview and ESPs (email service providers)
2. Email marketing strategy
3. Email campaign planning
4. HTML email design & development do's and don'ts

Affiliate Marketing

• Affiliate marketing overview and future trends
• Affiliate networks

Merchant and affiliate benefits and behaviour

1. Costs and revenue models
2. Finding the right affiliate network
3. Case studies

Display advertising

1. Market overview
2. Ad formats
3. Behavioural metrics
4. Online advertising networks explained

WEEK 3

•  Internet marketing
• Using social networking to enhance your page rank; Facebook, linkedin, delicious, twitter and Myspace
• Building Links
• Links Exchange Programme
• Using articles to enhance your ranking
• Using blogs to enhance your ranking
• Using software for bulk submissions
• Checking ranking
• Writing effective page content